Latinas aren’t a monolith; they’re diverse in appearances, experiences, beliefs and cultures. A new initiative from Procter & Gamble’s Orgullosa community wants to ensure everyone understands that.
Orgullosa launched its #WeAreOrgullosa campaign on Tuesday in an effort to debunk common misconceptions about Latinas.
The multi-pronged initiative features personal stories from diverse Latinas regarding beauty, culture and identity.
“Growing up, I tried to look more Latina, and what that meant, like, I straightened my hair, put hair extensions to make it longer,” an Afro-Latina named Georgina Morillo shares in one of the campaign’s videos. “I wore three foundations that were three tones lighter than me.”
Morillo explains how learning about her roots ultimately helped her understand that, “hey, [Latinas] come in black, they come in white, they come in all different colors, all different skin complexions.”
To help drive that point home, the campaign includes an exclusive lookbook featuring P&G products, and free downloadable photos of real, diverse Latinas.
“Our program’s long-standing relationship and commitment to accurately portray Latinas starts with understanding their aspirations and motivations,” Brand Manager for Orgullosa, Courtney Tomljanovic, said in a statement. “We have created and fostered a one-of-a-kind forum for Latinas to share and discuss the proud journey of being a Latina in the U.S.”
You can join the conversation on social media using #WeAreOrgullosa.
Head over to Orgullosa.com to learn more about the initiative.